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Movie-ads firm National CineMedia is teaming with Twitter and Foursquare for a new offering that will tap social data to highlight trending movie topics via a weekly pre-movie presentation to cinema-goers. "It will give movie audiences the chance to continue the conversation and even influence the upcoming episodes," said NCM President Cliff Marks.

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National CineMedia, which recently acquired rival Screenvision, announced new partners in its upfront pitch to marketers Wednesday, where it discussed the branded entertainment that will be a part of its redesigned pre-movie FirstLook program. Already on board are Twitter, Shazam and Disney's Maker Studios. "We are going to find that happy medium that brands associate with Hollywood and the movies. ... It can't just be an infomercial," said NCM Media Networks' Cliff Marks.

National CineMedia is turning the audience for its FirstLook pre-movie ad package into a mass controller of an on-screen game. By waving its arms, audiences in top markets will be able to guide Donald Duck down an "AquaDuck" waterway for Disney Cruise Line, the first sponsor of NCM's "AudienceGame" feature. The effort marks the latest of several successful NCM interactive and digital efforts to increase audience engagement.

Pre-movie video advertising ranks highest among 21 categories of media ads to which audiences say they are very likely or extremely likely to pay attention, according to an online poll conducted by Myers Research. The category rates 34% higher than the index average on audience attentiveness.

Columnist Andy Dehnart doesn't like "The 2wenty," Regal Cinemas pre-movie advertising block, but grudgingly acknowledges its effectiveness, saying, "some people are beginning to watch these pre-shows with such rapt attention that finding a seat increasingly means irritating those who are deeply absorbed in this new advertising-watching experience."

NBC, Universal Pictures and Turner Broadcasting renewed deals to provide content for pre-movie entertainment produced by Regal CineMedia, a subsidiary of theater chain Regal Entertainment Group. The original content will be used in Regal's preshow "The 2wenty," a 20-minute digital presentation with original shortform programming and commercials.